April 15, 2013 09:30 ET

CBX Overhauls the Ortho® Brand While Simplifying the Shopping Experience in a Complicated Category

NEW YORK, NY--(Marketwired - Apr 15, 2013) - CBX, a brand agency based in New York City, collaborated with The Scotts Miracle-Gro Company to launch the packaging redesign of the Ortho® brand, the product line providing solutions for pest problems inside and outside your home.

The goal was to simplify the shopping experience for consumers. Consumer research showed that communication on shelf was overly complicated, leading to a 30% walk-away rate, and requiring a cleaner way of communicating product benefits while improving the shopability.

"CBX developed a visual strategy to communicate the Ortho® repositioning by simplifying the architecture which improved the shopping experience," says Rick Barrack, Chief Creative Officer, CBX. "By making the master and sub-brand of equal importance, it was easier to read and therefore shop on shelf."

The CBX team redesigned the brand mark to reflect that of a home, communicating the benefits of this contemporary household brand. This subtle, yet innovative shift, reassures consumers that Ortho® is the singular, effective brand to have in and around their homes.

Communication on-pack was a key focus. The CBX team cleaned up the design by simplifying font treatments and implementing color changes. Meaningful visual equities such as photography were incorporated to communicate the problems consumers face and the end solution desired.

Structure was an essential component in the redesign. A redesigned bottle structure, launched in 2012, has a unique shape differentiating it from category standards. This makes for a greater impact at shelf and separates Ortho® from its competitors. The arcs within the artwork were meant to mimic the shape of the bottles, providing a clean, simple feel in contrast to the complex shopping experience typically found in this category.

"The redesigned packaging instantly communicates that we are taking the guesswork out of the controls aisle and inviting consumers to choose Ortho® for their insect, weed, and animal control needs," says Clary Leffel, Director, Ortho Marketing, The Scotts Company. "Once again, we are offering the simplest, most effective, do-it-yourself solutions from a brand that consumers know they can trust."

About CBX:

CBX is a brand agency specializing in corporate identity, consumer branding and retail. The company, with its current staff of 120, was founded in 2003 and has a client base that includes Del Monte, General Mills, Kimberly-Clark, A&P, Pathmark, Saks Fifth Avenue Off 5th, Lord & Taylor, Wawa, Sunoco, and PetroChina. In addition to its New York City headquarters, CBX has an office in Minneapolis, and through the CBX Worldwide Partnership, operating offices around the globe. The firm was ranked #282 in the Advertising & Marketing industry for the 2011 Inc. 500/5000 list of fastest growing private companies.

About The Scotts Company LLC:

With approximately $3 billion in worldwide sales, The Scotts Miracle-Gro Company, through its wholly-owned subsidiary, The Scotts Company LLC, is the world's largest marketer of branded consumer products for lawn and garden care. The Company's brands are the most recognized in the industry. In the U.S., the Company's Scotts®, Miracle-Gro® and Ortho® brands are market leading in their categories, as is the consumer Roundup® brand, which is marketed in North America and most of Europe exclusively by Scotts and owned by Monsanto. In Europe, the Company's brands include Weedol®, Pathclear®, Evergreen®, Levington®, Miracle-Gro®, KB®, Fertiligene® and Substral®. For additional information, visit us at